TRAVEL TO IKEA:

BRING THE SUN HOME

Team: Mila Ivakhnenko, Anni Rostomashvili

Mentor: Greg Talbot

Campaign description:

Ikea’s mission is 'to create a better everyday life for many people'. In this local campaign, we’re focusing on Berliners who are struggling with the lack of the sun during the winter.

Instead of fleeing the city for warmth, we’re offering a creative solution: turn your home into your dream travel destination with the help of IKEA lighting.

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We will create fake travel adverts for customers’ homes, showcasing holiday activities they can enjoy with perfect IKEA lighting.

We’ll spark interest towards the campaign on social media by using the Instagram Stories Question Box feature. We’ll ask followers: “Where’s your escape from Berlin winter?”

Based on their answers, we’ll respond with recommendations, matching each dream destination with the perfect IKEA lamp to bring that vibe into their home.

Social Media

PR, DIGITAL

To generate buzz around the campaign, we will launch the IKEA Resort, offering visitors a vacation-like experience. The goal is to inspire customers to transform their homes into dream destinations.

We will set IKEA Resort as a travel destination on TripAdvisor, Booking, and Airbnb. Here visitors can reserve a time slot in advance to guarantee their spot under the LED lights at IKEA as soon as they arrive.

DIGITAL Aggregators

To hack Berliners’ behaviour, we’ll target users searching for cheap flights on platforms like Skyscanner, Google Flights, and other travel aggregators. Instead of a flight, we’ll offer them the chance to book a ‘ticket’ to the IKEA Resort. These boarding passes will grant them an additional discount on IKEA lamps.